Inside P&G’s connected TV advertising strategy

An overview of Procter & Gamble’s approach to connected TV, its concerns over ad fraud, and understanding how to combine brand building with precision marketing.

Where eyeballs go, advertising will quickly follow – and so it is proving with connected TV (CTV). Over 35% of internet users globally are able to watch video content through an internet-connected television – 25% of those via a smart TV device – . Brands are now beginning to pay attention.

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